MORRISVILLE, N.C. -

Mobile technology is here to stay. Projections show that mobile Internet use will surpass traditional desktop use in 2014.

More than 25 percent of Internet users in the U.S. already say they are “mobile-only” and rarely go online using a laptop or desktop computer.

As mobile phones and tablets are being used more and more in the purchasing process, automotive marketers are adapting to accommodate this trend.

Smartphone owners are now a majority of U.S. mobile subscribers, at 61 percent of the mobile market, according to Nielsen.

Tech-savvy shoppers who are ready to buy use their smartphones to search “on-the-go” and can be considered low-funnel sales opportunities.

How Mobile Consumers Search

Tablet users spend more time researching dealer reviews and special offers than smartphone users, who spend more time searching for and contacting dealerships.

The results of a study by xAd-Telmetrics offer some additional insights into the mechanics of buyer searches:

— Nearly 50 percent of smartphone users purchase a car or truck within 24 hours of conducting Web searches with purchase intent. Within this group, more than a third (36 percent) convert “within an hour.”

— Nearly one-third of all Web queries using automotive keywords with purchase intent now come from tablets and smartphones.

— 66 percent of smartphone users search on-the-go, with 42 percent searching in their car. Nearly half search for auto dealers within local driving distance.

— Mobile auto buyers use a Web browser to conduct searches instead of dedicated apps 92 percent of the time.

 

Additionally, Google’s Complete-Polk study shows that buyers choose local dealer websites for research more so than OEM websites.

Tablet ads appear to outpace traditional print versions in recall and purchase intention. The interactive options of digital ads, such as links or videos, result in higher ad effectiveness.

How Digital Dealers Respond

Digital dealers are embracing technology the same way consumers are. Using a combination of these three tactics will help focus online marketing on the tech-savvy shopper:

1. Localized search engine marketing campaigns. Google, Bing and Yahoo! ads continue to be the most effective way of converting online searches with purchase intent into phone calls, website clicks and foot traffic.

Working with a partner who utilizes the latest technology will ensure deep penetration of your local market and the largest share of voice possible for your budget. Ask your provider for this data today.

2. Localized display (banner and retargeting “follow along”) ads boost dealer brand awareness on contextually relevant websites.

Adding a layer of display with tracked phone numbers and display ad-only offers will help you accurately gauge your return on investment.

3. As we move into a mobile era, it’s critical to look at your digital marketing mix and dedicate more money for mobile-specific campaigns.

Doing so will ensure that you show in top positions across all Internet-capable devices.

Location and Focus

To effectively target buyers when designing mobile-optimized website content and landing pages, be mindful how mobile buyer behavior and expectations are different from desktop users or even tablet users. Depending on which device is being used, focus on one specific goal per page and how you will achieve that result. Tailored strategies will achieve better results.

According to Bill Dinan, president of Telmetrics, “Understanding the role of location – specifically the importance of local driving distance – is essential to harnessing the 65 percent undecided mobile auto audience and their purchasing power.”

Buyers will engage with a mobile ad if it’s locally relevant, includes local promotions or features a known brand. Two out of three consumers notice mobile ads and one of three consumers will click on them.

Going forward, it will become increasingly important to be prepared for the evolving buying process. Using these tips will help you take advantage of fresh marketing opportunities to the tech-savvy buyer.

Tim McLain is the marketing manager for Netsertive (netsertive.com), a fast-growing online marketing technology company that drives maximum sales opportunities to dealers through the power of localized Internet discovery. His specialties include automotive search, display and mobile advertising, social media and reputation management. You can reach Tim at: tmclain@netsertive.com.